We were tasked with creating a billboard campaign that would capture the raw energy of the Big East basketball tournament and make the athletes feel like urban legends. The challenge was to transform these players from just athletes to larger-than-life heroes dominating the city skyline. I worked closely with the Fox Sports 1 team to develop a visual approach that would stop traffic - literally and figuratively. By using high-impact photography and bold graphic design, we caught players in superhuman moments - mid-dunk, suspended in impossible positions against dramatic cityscapes. Each billboard became a canvas where basketball players defied gravity, their bodies creating dynamic shapes that told stories of athleticism, power, and pure skill. The final designs weren't just advertisements; they were visual statements that celebrated the spirit of the tournament and elevated these athletes to mythic status.